When you’re launching a SaaS product, waiting for organic channels to kick in can slow you down. Paid acquisition helps you:

• Test messaging in real time
• Drive high-intent traffic fast
• Reach segments you haven’t earned organically yet

The key is to spend smart — not broad.

Table of contents

1. Checklist: Launch your first PPC campaign
2. Set clear goals before spending
3. Structure your ad campaigns by intent
   1. Cold (TOFU):
   2. Warm (MOFU):
   3. Hot (BOFU):
4. Write ad copy that sells the outcome
5. Retarget with precision, not just repetition
6. Sidebar: Key takeaways

For a deeper dive on only PPC ad strategies check this article.

Checklist: Launch your first PPC campaign

📎 [Download the PPC Launch Checklist (PDF)]
Covers: audience setup, campaign structure, messaging grid, retargeting flows

Set clear goals before spending

Before you create an ad, answer:

• What action do we want users to take? (Trial, signup, demo?)
• Who are we targeting? (ICP, cold audience, remarketing?)
• How will we measure success? (CTR, CAC, conversions?)

For Taskly, our launch goal was:
Drive 100 qualified trial signups in 30 days with a CAC below $100.

Start with one metric that matters — then build around it.

Structure your ad campaigns by intent

Don’t organize campaigns by demographic only. Structure by intent stage:

Cold (TOFU):

• LinkedIn Ads to job titles like “Team Lead”
• Google Ads for problem keywords like “automate team workflows”

Warm (MOFU):

• Retarget visitors who checked key pages
• Use customer quotes or short demos in ads

Hot (BOFU):

• Google Ads for brand and comparison searches (“Taskly vs Trello”)
• Direct trial offer with urgency-based CTA

Write ad copy that sells the outcome

Good PPC copy doesn’t just list features — it highlights transformation.

Example cold copy for Taskly:

“Still tracking tasks manually? Taskly automates team workflows in minutes — no coding needed.”

Example hot copy:

“Trello too complex? Try Taskly. Clean UI, zero setup, real automation.”

Follow this format:
Pain → Promise → Proof → CTA

Retarget with precision, not just repetition

Retargeting is not a second chance to say the same thing.

Use different creatives and messages based on:

• Pages viewed (e.g. pricing vs features)
• Time on site
• Funnel stage (first visit vs repeat)

Add value — don’t just “remind.”

Sidebar: Key takeaways

• Paid campaigns validate your GTM strategy in real time
• Align campaign goals to specific funnel stages
• Message by outcome, not feature list
• Use retargeting to personalize and progress the journey
• Spend smart — narrow targeting wins early

Need a second opinion on your GTM strategy or hands-on help to execute it? Drop me a message.